Cotton on the Global Stage: Liz Hirschfield’s New Role & the Future of U.S. Cotton

In this episode of Conservation Stories, Tillery welcomes back a returning guest in a brand-new role — Liz Hirschfield, now Executive Director of Cotton Council International. Liz shares her journey from J.Crew/Madewell to consulting, and now to leading CCI’s global mission of expanding demand for U.S. cotton across more than 15 countries. Liz explains how CCI works under the National Cotton Council to promote U.S. cotton as the world’s most consistent, traceable, and sustainably grown fiber — and how their teams collaborate with mills, spinners, brands, and U.S. government offices to break down trade barriers and increase adoption. She highlights a major strategic push to grow markets beyond China and strengthen sourcing relationships across Latin America, where demand and manufacturing interest are rapidly rising. The conversation dives deep into: Why U.S. cotton’s quality and consistency outperform global competitors How CCI’s “solutions team” helps mills improve yields and reduce cost through better processing The growing interest in regenerative cotton vs. traditional organic Global misconceptions about GMOs, sustainability, and the realities of modern farming How brands are reevaluating synthetics due to microplastic pollution and health concerns The economic importance of raising cotton prices to reflect real production costs Emerging policy efforts like the Buy American Cotton Act and how listeners can support it Liz and Tillery also explore labor issues, H2A programs, and how smarter, safer labor pipelines can strengthen agricultural communities both in the U.S. and abroad. The episode closes with a conversation on cotton’s biodegradability, consumer labels like BCI, and why everyday choices in fiber content matter for environmental and human health. This episode gives growers, brands, and consumers alike a grounded look at where cotton stands today — and where U.S. cotton is headed next. More about our guests:  Liz Hershfield Executive Director Cotton Council International Email Website  For more information about SARA, please visit sara-conservation.com Support the Conservation Stories Podcast Follow SARA for more updates  •  Instagram  •  Facebook  •  LinkedIn •  X/Twitter Conservation Stories is presented by The Sandhills Area Research Association (SARA). Subscribe now to hear all the interviews. Upcoming Episodes Include: • Todd Baughman and Peter Dot• Brandon Lipps, Co-Founder & Principal, Caprock Strategies